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Speaker 1: Now you know how obsessed we all are with the

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Speaker 1: supermarket giveaways, the Disney discs, the snake Braser and so on. Well,

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Speaker 1: if you are, don't feel bad. It's not an accident.

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Speaker 1: It's psychology. It can't via as a professor of marketing

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Speaker 1: at the University of Canterbury. Hey, I can't.

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Speaker 2: How are you going?

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Speaker 1: I'm very well, thank you? So what is it? Why

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Speaker 1: are we so into this stuff?

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Speaker 2: So? This stuff works because every human, regardless of how

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Speaker 2: conscious you might be, loves to feel like they've won something,

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Speaker 2: especially if it's for free. And so when the supermarkets

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Speaker 2: are offering a way of kind of enticing you into

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Speaker 2: their shop versus someone else's, and we feel like we're

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Speaker 2: getting rewarded for our loyalty or rewarded for our good behavior,

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Speaker 2: then it's going to work for us. We're going to

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Speaker 2: get that little dopamine here to say, Yep, if I

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Speaker 2: keep collecting, if I keep getting this, I might get

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Speaker 2: my reward at the end.

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Speaker 1: But does it always work? Because I love the idea

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Speaker 1: of the smeg knives and the pots and all that stuff.

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Speaker 1: But those Disney discs I just take and give them away.

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Speaker 1: They mean nothing to.

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Speaker 2: Me, exactly and what you've basically identified is that what

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Speaker 2: is valuable for you is not necessarily valuable for someone

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Speaker 2: el and vice versa. So we pick up the Disney

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Speaker 2: discs to give to friends who have younger kids. You know,

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Speaker 2: our kids are eighteen and twenty. They don't need that

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Speaker 2: sort of stuff. We ourselves are not swayed by these

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Speaker 2: sorts of promotions because we're very conscious about what impact

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Speaker 2: they have. But most of the people out there are

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Speaker 2: not thinking consciously about what they're buying at that time.

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Speaker 2: And it's kind of like a little bit bit of

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Speaker 2: emotional pattern the back to say thank you for coming

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Speaker 2: into New World or countdown or whatever, and here you go.

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Speaker 2: So depending on what the prize is will depend on

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Speaker 2: the target audience, and you'll see that New World, for example,

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Speaker 2: targets people very specifically based on their client base, what

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Speaker 2: worth the same. They try to find the rewards that

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Speaker 2: work for their people or what would attract people to

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Speaker 2: their store.

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Speaker 1: Having said that it count, I'm just reflecting on my

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Speaker 1: behavior now. And even though I hate the Disney Discs

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Speaker 1: with the passion that I cannot explain, I never ask

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Speaker 1: them not to give them to me, and I always

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Speaker 1: take them even if to give them to somebody else.

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Speaker 1: So it's working on me, isn't it.

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Speaker 2: It's working in you in a sense because you've got that.

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Speaker 2: But has it changed your behavior to get you into

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Speaker 2: Woolworth's is the real question. If it hasn't changed your behavior,

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Speaker 2: like you're always going into the same Wolies every time,

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Speaker 2: or you're going into the same supermarket every time, then

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Speaker 2: it's not really changed much of your behavior. But you

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Speaker 2: grabbing them, even if it's to chuck in the bin,

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Speaker 2: is another kind of social cue. If someone's offered you something,

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Speaker 2: it's rude to say no thanks, I don't want your hospitality,

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Speaker 2: But if you are taking it and giving it to

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Speaker 2: someone else, and then that is a way of extending

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Speaker 2: your sense of monarchy to someone else, then yeah, that's

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Speaker 2: the way that the supermarkets win as well.

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Speaker 1: Account Thanks very much, appreciate it. Itcou't be a Professor

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Speaker 1: of Marketing, University of Canterbrick. For more from Hither Duplessy

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Speaker 1: Allen Drive listen live to news talks. It'd be from

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